One Logo, One University
For four decades, I’ve helped institutions build their brands, and higher ed has been a constant part of that journey. Time and again, I’ve found universities gazing longingly at the idea of sporting a single logo for both academics and athletics. They admire the simplicity, the brand strength, the unmistakable recognition. But then I hear: We could never do that here.
Yet some institutions do it and do it well. The block “M” for the University of Michigan. The “U” for Miami. The lettermark for LSU. These logos are clean, confident, and instantly recognizable. They do what every university logo aspires to do—they represent everything the institution stands for without over-explaining it.
But pulling that off? I will admit it’s rare. But not out of reach.
Why it’s so hard to keep it simple
Simplicity in higher ed branding is as much about institutional clarity and the ability to navigate internal dynamics as it is about smart visual identity. Universities—especially large public ones—are inherently complex. They’re home to strong voices, long-held traditions, and decision-making structures designed more for consensus than speed. Getting a range of stakeholders aligned behind a minimalist mark isn’t just a creative challenge—it’s an organizational one.
And let’s not forget the donors, many of whom are alumni. No audience feels more ownership over a university’s identity than those who came before. For many alums, the logo isn’t just a mark—it’s a visual anchor for one of the most formative, meaningful times in their lives. Changing it can feel like the ground is shifting. That’s why logo updates, especially simplified ones, can trigger outsize emotional reactions. Universities must balance brand evolution with honoring the emotional ties that make alumni generous, proud, and loyal.
“A unified logo isn’t just easier to manage—it’s a long-term asset that builds recognition, trust, and real financial value.”
How to get there
What would it take for an institution to move toward a single, unified brand identity?
Here’s what I’ve seen work. And this applies just as much to universities as it does to large corporations:
Start with a unifying idea, not a logo. Simplicity only works if there’s deep, shared understanding about what the university stands for. Before exploring design, facilitate dialogue across departments to articulate a clear institutional promise or positioning. That message becomes the north star.
Create a clear structure for shared governance. Design by committee kills bold ideas, but so does exclusion. A strong process includes key voices without over-democratizing every decision. Establish a core brand team empowered to lead, supported by advisory groups that reflect diverse perspectives.
Build the case with proof, not just aesthetics. Share examples of iconic simplicity—from the University of Michigan to the University of Miami, LSU, and Texas A&M. Show how simplicity supports flexibility, recognition, and brand equity over time. Let data and real-world application do the convincing.
Honor the past while shaping the future. Alumni should feel part of the journey, not surprised by it. Share the rationale. Show how the new identity connects to legacy. Invite pride in the evolution, not resistance to it.
Treat simplicity as strategy, not style. A minimalist mark doesn’t say less. When done well, it says more—with confidence, clarity, and consistency. But it only works when supported by a brand that’s aligned in voice, values, and experience.
And here’s why it matters:
A unified logo isn’t just easier to manage—it’s a long-term asset. It builds brand equity over time, making every touchpoint more recognizable and every marketing dollar go further. When your academic materials, admissions outreach, social media, and athletic gear all reinforce the same symbol, the brand becomes sticky. Memorable. Valuable. Institutions that unify their identity are better positioned to compete for students, faculty, philanthropic support, and national visibility. It’s not just a visual choice—it’s a financial one.
The institutions that build consensus, streamline architecture, and stand behind one simple symbol don’t just look unified. They feel unified. And become unified. And it’s worth every step.